Workshop Packaging, ELISAVA
Magnum is a brand of ice-cream lolly which is covered by a thick chocolate layer. It is a product aimed for the adult public. It is a word wide recognizable brand. After more than 20 years from its launch in the market, Magnum wanted to aim to the younger public with a new line of ice-cream lollies. The slogan of Magnum these years has been “intense pleasure” and now using the same type of slogan but applied to the young ones, for a child there is nothing that gives more intense pleasure than having fun. So the new line Donec is born, full of family characters made of milk and fruit, covered in a thick layer of chocolate.
Donec is the new generation of Magnum (from the latin “Great”), and this new name also based on latin meaning “fun”. The names of each of the ice-cream lollies is a family character that has a latin-based name: Felix (happy), Amparo (she who deserves to be loved), Alba (white skinned), Martin (the warrior) and Paula (the small one).
The ice-cream comes in a cardboard box with a die-cut drawing of a family character, which allows the child to cut it and place it on the ice-cream lolly stick to use as a puppet once he/she is finished eating the ice-cream.
Inside the box with the ice-cream the child can find eatable accessories that belong to the ice-cream character. By this, the child is interacting with the product, making him/her create the character for themselves. The purpose is to make eating a Donec lolly a creative, different and fun experience for children.